Trace the 130-year Evolution of the Coca-Cola logo

Follow the journey of Coca-Cola’s iconic logo, 130 years in the making.

(Photo Credit: )

The Coca-Cola
logo is iconic for being universally recognisable. However you may be surprised
to know that the brand’s world-famous script and wave haven’t always looked
exactly as they do now.

This timeline
explains some of the changes that occurred since
the first-ever Coca-Cola was poured nearly 130 years ago.

1886 – What’s in a name?

On 8 May 1886, Dr John S Pembertonnailed the formula, but it was his bookkeeper who came up
with the name "Coca-Cola®". Frank M Robinson, suggested that “the two
Cs would look well in advertising”.

And with that,
Robinson also designed the now world famous Coca-Cola script logo.

He wanted his
name for the new product to have an effective and dramatic style of its own. He
experimented with an elaborate Spencerian script, a form of penmanship
characteristic of that time. After consultation, the others working at
Pemberton’s company adopted the script by unanimous consent.

Drawn in
flowing handwriting, Robinson’s elaborate script was very “of the moment”, and
it remains one of the most recognisable trademarks in the world.

1887-1890s –Inserting
the trademark

On January 31,
1893, the logo was trademarked with the U.S. Patent Office. The words "Trade mark" are written in
the tail of the "C" in Coca.

1890-1891 – Extra swirls

For one year
only, the Coke logo gets a dramatic, swirly makeover.

1941-1960s – Tail tweak

The words
‘Trademark Registered’ move out of the tail of the ‘C’. The trademark is noted
below the logo, instead of inside it.

19 November
1947, the modern Spencerian script, as we know it today, is registered in Australia.

1947-1960s – The Coca-Cola Red Disc

Since 1947, the
Red Disc or “button” sign has been used to advertise Coca-Cola. The strong
graphic image of the disc shape, became a cornerstone for outdoor signage. In
1948, the discs began to be hung inside a place of business as advertising and
decoration.

Red Disc images
also appeared in print advertising into the 1960’s when the Arciform or “fish
tail” signs began to be used.

1958-1960s – A fishy shape

This period
sees the script placed inside an Arciform shape, which looks like an arch. The Arciform sign (better known as the “Fishtail”
sign) was unveiled in 1958. Within a year, the Arciform design was used in
copy, signage, cartoons and on vending machines.

Unfortunately,
by 1965 this design was phased out and replaced by the familiar Red Disc of
earlier years. It was decided that the red circle was the strongest
visual association with the trademark.

1969 – That white wave

The
Arden Square logo is unveiled. In a red box, theCoca-Colascript is underlined with a white ‘wave’, or ‘Dynamic
Ribbon Device’. This is still used today.

1982 – Diet Coke®

The 1980’s
featured memorable slogans such as “Coke is It!” and in 1982, the introduction
of Diet Coke - the first extension of the Coca-Cola
trademark. The famous script logo was changed to a slab
serif font. And the original Diet Coke logo design included bold red letters
against a white background.

2003 – Keeping it real

With the
introduction of the "Coca-Cola... Real" campaign, the Dynamic Ribbon Device was enhanced with a
shock of yellow and some bubbles.

2007 – A classic design

A simple, bold
approach with a single white ribbon.

2011 – 125 years of happiness

Coca-Cola's
125th birthday logo sees bubbles bursting from the contour bottle– a celebration of the past, present and future.

2013―2014 – Your name, that classic font

The Share a Coke campaign, swapped out the Coca-Cola logo with your first name. Originally,
the idea was conceived with names printed in the traditional “Coca-Cola”
Spencerian script. However, due to trademark issues, a brand-new typeface
inspired by the “Coke” logo was created. The typeface was named “You” because
it’s about you, the consumer, not Coca-Cola.

The
first-of-its-kind campaign, was created in Sydney in 2011 and has since reached
more than 70 countries. Coca-Cola teams around the world have put their own
creative spin on the concept, which revolved around the iconic logo.

2016 ― “Taste the Feeling”

The uplifting
taste and iconic appeal of the original Coca-Cola Trademark, unites the
Coca-Cola family of four Coke products. The new global creative campaign
features the familiar Coca-Cola icons, such as the contour glass bottle and the
popular Red Disk logo design.